Food & Drink/Tourism: Fika delivers a square deal for Sweden

W Communications was appointed by Visit Sweden to create a highly targeted campaign that would promote Sweden as a new culinary nation of Europe, with a focus on the province of Skane as a destination.

Teatime: campaign to promote Sweden as a new culinary nation of Europe
Teatime: campaign to promote Sweden as a new culinary nation of Europe

Campaign Fika Square
Client Visit Sweden
PR team W Communications
Timescale June-October 2011
Budget £30,000


  • To generate press coverage of Fika and the Skane province
  • To capture data to drive sales leads.

Strategy and plan

The agency decided to focus on the concept of Fika, a Swedish coffee break. Soho Square was transformed into Fika Square, with a multi-award-winning Swedish pastry chef and chocolatier leading a team from Skane to serve traditional Fika to a London audience.

The media were invited to experience Fika first hand.

Management and evaluation

The campaign generated 46 pieces of coverage, including in the London Evening Standard, Metro and Time Out. After pre-promotion, more than 1,000 consumers emailed to reserve places at the Fika Parlour, which also generated additional data capture after the event. More than 630 consumers were catered for during the event.


The Fika Square campaign resulted in a 20 per cent increase in overnight visitor stays in Skane in Q3 and Q4 last year. There was a ten-fold increase in daily interactive users of the Visit Sweden Facebook page.

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